There has never been a domestic new energy vehicle, and the controversy is as big as the ideal MEGA.
MEGA has been controversial since the rendering was exposed, originally intended to be built as a highway high-speed rail, but because it is a bit similar to people's final home, it has led to many people maliciously P map, and this kind of thinking label has a great impact on the product as soon as it is fixed, especially for consumers at this price point. According to media reports, within the first 72 hours of its launch, MEGA received more than 10,000 small cancellations. Half a month after its release, the cumulative order was about 4,000 units.
Li Xiang, chairman of Li Auto, once set a target of "monthly sales of 8,000 units" for Li MEGA, but it is difficult to achieve it at present. According to the public sales volume, the monthly sales of the ideal MEGA in the first month of listing were 3,229 units, and many people said that for a pure electric MPV model with a price of more than 500,000 yuan, this sales volume is quite good.
I said at the time that this is the first wave of sales data, in fact, there are many car critics who pick up the car, and after the heat passes, the sales of MEGA will be very bleak, and now it has come true. According to the latest weekly sales figures, the Ideal MEGA sold only 265 units last week.
If calculated according to the sales volume of one month, it would be good if the monthly sales of the ideal MEGA could stabilize at about 1,000 units in the future. I don't know if those consumers who support MEGA are satisfied with this sales? At least for Li Auto, this sales are definitely not as good as expected.
The MEGA is the first mass-produced pure electric model since the establishment of Ideal, and it is also the model with the highest price in a short period of time. There is only one configuration in the whole series, and the official price is 559,800 yuan. Before the launch, Li Xiang said that MEGA's goal is to become the No. 1 sales volume of all passenger cars with more than 500,000 units, "regardless of energy form or body form". At present, this goal is almost impossible to achieve.
However, the failure of MEGA has not only affected the success or loss of a car, this is the first model of Li Auto to transform from a range extender to a pure electric model, and it has also had a certain impact on the brand image of Li Auto. The ideal thinks that the accumulation of the past has long since allowed them to complete 0 to 1 or even 1 to 10, while MEGA can allow them to complete 10 to 100. But it was clear that MEGA didn't live up to that expectation.
In fact, the previous success of the ideal car, mainly because of the advantage of the range extender, this advantage is not a technical advantage, but a cost advantage, in the case of other car companies are stumbling on pure electric technology, the range extender technology, the battery cost has been saved a lot, and then these costs are put on the space, put on the refrigerator color TV sofa, therefore, in the case of high power battery prices at that time, the models of the ideal car can often be configured a lot higher than the competing products of friends.
In addition, the pure electric models at that time had range anxiety, and the charging time was long, and there was no cost advantage, therefore, many people were willing to choose the ideal car with no battery life anxiety, large space and high configuration, which was the secret of the ideal car being the first to achieve profitability among the new domestic car-making forces.
Now, the ideal competitive barrier is not as strong as it seems. After all, the characteristics of the ideal car in the early stage are not enough to build a long-term competitive advantage, and it is easy to be imitated by other competitors. However, the biggest problem in front of Li Auto is that the transformation of electrification is imperative, and it is impossible to rely on the range extender model for a lifetime, but the first step of Li Auto is not a success.